Videos play a major role in content marketing success
Nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.
This research comes from a new study by Animoto, designed to explore how online video impacts consumer decisions and drives brand engagement for small businesses.
I discussed the power of video embedded landing pages a few months ago in 10 excellent video-embedded landing pages.
Video is one of the best and most persuasive of all visual tools as its capable of delivering large amounts of information quickly and succinctly. Especially if it's about a new service or product.
Videos also increase the length of a visitors stay. If you feature your own face, or the face of an employee in a video, a visitor is more likely to trust you. Videos can help strengthen your online presence, and videos can also help you rank higher in SERPs.
What types of videos do customers watch the most?
Ben Davis looked at the best examples of instructional videos for small businesses in his post 10 startup explainer videos I actually enjoyed.
The best types of instructional videos are the ones where the message is delivered clearly and succinctly, but also in a manner that either humorous, inventive or engaging.
The best of these videos arent necessarily high-budget and beautifully shot. All it takes is a little charm and personality to be a winner.
Click the example below for an example of amateur instructional videos that work brilliantly.
I dont care about lawn-care, but my goodness, after watching the following video I suddenly care. I care a lot. I dont even have a lawn! Its the sheer passion, knowledge and charm of Paul Stoltzfus, the owner of this USA lawn care business that keeps you hooked.
Online video watching habits
94% of consumers watched a video online last week
76% of smartphone owners watch videos at least once per week from their phones
40% of 18-24 year-olds watch videos more than 10 times per week.
With the huge rise in the number of people watching videos on smartphones, thanks to better devices and faster connectivity, its important to host your videos on a site that is already mobile optimised, such as YouTube or Vimeo. The link van be directly embedded on your landing or product page.
Uploading the video to YouTube also means having access to a social network that outperforms outperforms Facebook, Pinterest and Twitter for user attention and retention. With an average time of 3m49s spent on Youtube and 5.13 pages viewed per visit.
I'm sure you've already watched the Dollar Shave Club video numerous times, but it really is the perfect storm of entertaining delivery, humour, brand awareness, product description and advertising.
For more on YouTube strategy check out YouTube strategy for brands and Further advice on YouTube strategy for brands.
The impact of video on sales
58% of consumers consider companies that produce video content to be more trustworthy.
71% of consumers say that videos lead to a positive impression of a company.
77% of consumers consider companies that create online video as more engaged with customers.
Just take a look at GoPros dazzling YouTube strategy.
The major success in content marketing strategy is the way it so naturally and effortlessly marries its content to its product. Its an obvious fit. The rigorous testing of GoPros technology through the most breath-taking displays of human bravery, captured by the very camera thats being marketed.
Users who respond to a brands content will naturally gravitate to that brand in other channels and areas of commerce.
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